Image capture interface

ABSTRACT

This specification describes technologies relating to capturing an image. In general, one aspect of the subject matter described in this specification can be embodied in a device that includes a camera, a GPS receiver, and an application. The application is executed by a data processing apparatus that interacts with the camera, the GPS receiver, and one or more remote servers, to perform operations comprising: activating the camera; presenting, in a display of the device, a digital presentation of a document; guiding a user to capture an image of the document, including presenting, within the display, a user interface feature that visually frames a particular subset of information that is included in the document with other information; capturing the image of the document when the particular subset of information is focused in the camera&#39;s view; and uploading the captured image of the document to the one or more remote servers.

BACKGROUND

The present disclosure relates to content presentation.

Advertisers provide advertisements in different forms in order toattract consumers. Ads can be provided in electronic form. For example,electronic ads can be provided as banner ads on a web page, as adspresented with search results, or as ads presented in a mobileapplication.

SUMMARY

This specification describes technologies relating to contentpresentation.

In general, one aspect of the subject matter described in thisspecification can be embodied in methods that include the actions ofpresenting one or more ads to a user; receiving point of sale receiptinformation from the user, where the receipt image is associated with aredemption of a first ad of the one or more ads presented to the user,the redemption occurring at a physical retail location; processing thepoint of sale receipt information, using one or more processors, toextract text associated with the receipt information; determining thatthe extracted text associated with the receipt information is associatedwith the first ad presented to the user; and logging a conversion forthe first ad. Other embodiments of this aspect include correspondingsystems, apparatus, and computer program products.

These and other embodiments can optionally include one or more of thefollowing features. Processing the receipt information further includesidentifying one or more receipt templates associated with one or moreadvertisers; identifying ads presented to the user, each ad beingassociated with one or more keywords; and using the receipt templatesand keywords for ads presented to the user in extracting text from thereceipt information. The receipt templates each identify specificreceipt information associated with a particular advertiser. Determiningthat the extracted text is associated with an ad further includesidentifying ads presented to the user; and matching keywords associatedwith the ads presented to the user with the extracted text. Identifyingads presented to the user includes identifying ads presented to the userin an ads log using an identifier of the user. The method furtherincludes receiving a user identifier with the receipt information; andusing the user identifier to identify the one or more ads presented tothe user. The receipt information is a receipt image.

Particular embodiments of the subject matter described in thisspecification can be implemented to realize one or more of the followingadvantages. Conversion tracking is improved by capturing conversionsassociated with advertisements that occur at physical retail locations.Conversion tracking allows for tracking beyond clicks on a webpage toinclude user interactions with devices, e.g., shaking of the phone,voice, etc.

The details of one or more embodiments of the invention are set forth inthe accompanying drawings and the description below. Other features,objects, and advantages of the invention will be apparent from thedescription and drawings, and from the claims.

BRIEF DESCRIPTION OF DRAWINGS

FIG. 1 is a block diagram of an example content presentation system.

FIG. 2 shows a block diagram of an example system for processingconversions associated with physical retail location redemptions.

FIG. 3 is a flow chart of an example method for identifying conversionsassociated with physical retail location redemptions.

FIG. 4 is a flow chart of an example method for processing a receipt.

FIG. 5 is a flow chart of an example method for sending a receipt image.

Like reference symbols in the various drawings indicate like elements.

DETAILED DESCRIPTION

As used in this specification, offline conversions of electronic contentitems (e.g., advertisements) can refer, for example, to conversions thatoccur when a user views a content item online, but performs someconversion event at another physical location (e.g., a redemption of thecontent item at a physical retail store location). Thus, an offlineconversion location can refer to a physical location in contrast to anelectronic storefront, e.g., as a web page store, even though thetransaction may still use network communications between the store andone or more network locations. For example, a user can view anadvertisement for a particular product (e.g., presented on a web page orwith search result listings) and then purchase that product at aphysical retail store location.

A conversion is identified in order to link the conversion to thecontent item, for example, in order to properly charge the advertiserand/or credit the publisher of the content item. In particular,conversions associated with physical retail store locations areidentified by receiving an electronic version of the user's point ofsale receipt information (e.g., an image of the receipt or an electronicreceipt), which is then processed to identify the content of thereceipt. The content is matched to the associated content item in orderto identify the conversion as associated with a particular content itempresented to the user.

While reference will be made below to advertising systems and methods,other forms of content including other forms of sponsored content can bemanaged, presented, and tracked in accordance with the descriptionbelow.

FIG. 1 is a block diagram of an example content presentation system 100.In some implementations, one or more advertisers 102 can directly, orindirectly, enter, maintain, and track ad information in an advertisingmanagement system 104. Though reference is made to advertising, otherforms of content, including other forms of sponsored content, can bedelivered by the system 100. The ads can be in the form of graphicalads, such as banner ads, text only ads, image ads, barcode ads (e.g.,ads including one or more barcodes that can be used in redeeming thead), audio ads, video ads, animated ads, ads combining one or more ofany of such components, etc. The ads can also include embeddedinformation, such as links, meta-information, and/or machine executableinstructions. One or more publishers 106 can submit requests for ads tothe advertising management system 104. The advertising management system104 responds by sending ads to the requesting publisher 106 forplacement on or association with one or more of the publisher's contentitems (e.g., web properties). Example web properties can include webpages, television and radio advertising slots, or print media space.

Other entities, such as users 108 and the advertisers 102, can provideusage information to the advertising management system 104, such as, forexample, whether or not a conversion (e.g., a purchase or otherinteraction) or a click-through related to an ad (e.g., a user hasselected an ad) has occurred. This usage information can includemeasured or observed user behavior related to ads that have been served.The advertising management system 104 can perform financialtransactions, for example, crediting the publishers 106 and charging theadvertisers 102 based on the usage information.

A network 110, such as a local area network (LAN), wide area network(WAN), the Internet, one or more telephony networks or a combinationthereof, connects the advertisers 102, the advertising management system104, the publishers 106, and the users 108.

One example publisher 106 is a general content server that receivesrequests for content (e.g., articles, discussion threads, music, video,graphics, search results, web page listings, information feeds, etc.),and retrieves the requested content in response to the request. Thecontent server can submit a request for ads to an advertisement serverin the advertising management system 104. The ad request can include anumber of ads desired. The ad request can also include content requestinformation. This information can include the content itself (e.g.,page, video broadcast, radio show, or other type of content), a categorycorresponding to the content or the content request (e.g., arts,business, computers, arts-movies, arts-music, etc.), part or all of thecontent request, content age, content type (e.g., text, graphics, video,audio, mixed media, etc.), geo-location information, etc.

In some implementations, the content server or a client browser combinesthe requested content with one or more of the ads provided by theadvertising management system 104. The combined content and ads can besent/rendered to the users 108 that requested the content forpresentation in a viewer (e.g., a browser or other content displaysystem). The content server can transmit information about the ads backto the advertisement server, including information describing how, when,and/or where the ads are to be rendered (e.g., in HTML or JavaScript™).

Another example publisher 106 is a search service. A search service canreceive queries for search results. In response, the search service canretrieve relevant search results from an index of documents (e.g., froman index of web pages). Search results can include, for example, listsof web page titles, snippets of text extracted from those web pages, andhypertext links to those web pages, and can be grouped into apredetermined number of (e.g., ten) search results.

The search service can submit a request for ads to the advertisingmanagement system 104. The request can include a number of ads desired.This number can depend, for example, on the search results, the amountof screen or page space occupied by the search results, the size andshape of the ads, etc. The request for ads can also include the query(as entered or parsed), information based on the query (such asgeo-location information, whether the query came from an affiliate andan identifier of such an affiliate), and/or information associated with,or based on, the search results. Such information can include, forexample, identifiers related to the search results (e.g., documentidentifiers or “docIDs”), scores related to the search results (e.g.,information retrieval (“IR”) scores), snippets of text extracted fromidentified documents (e.g., web pages), full text of identifieddocuments, feature vectors of identified documents, etc. In someimplementations, IR scores are computed from, for example, dot productsof feature vectors corresponding to a query and a document, page rankscores, and/or combinations of IR scores and page rank scores, etc.

In some implementations, the advertising management system 104 can usean auction process to select ads from the advertisers 102. For example,the advertisers 102 can be permitted to select, or bid, an amount theadvertisers 102 are willing to pay for each presentation of orinteraction with (e.g., click) of an ad, e.g., a cost-per-click amountan advertiser pays when, for example, a user clicks on an ad. Thecost-per-click can include a maximum cost-per-click, e.g., the maximumamount the advertiser is willing to pay for each click of an ad based ona keyword, e.g., a word or words in a query. Other bid types, however,can also be used. Based on these bids, ads can be selected and rankedfor presentation.

The search service can combine the search results with one or more ofthe ads provided by the advertising management system 104. This combinedinformation can then be forwarded to the users 108 that requested thecontent. The search results can be maintained as distinct from the ads,so as not to confuse the user between paid ads and presumably neutralsearch results.

In some implementations, one or more publishers 106 submit requests forads to the advertising management system 104. The advertising managementsystem 104 responds by sending ads to the requesting publisher 106 forplacement on one or more of the publisher's web properties (e.g.,websites and other network-distributed content) that are relevant to theweb property. For example, if a publisher 106 publishes a sports-relatedweb site, the advertising management system 104 can providesports-related ads to the publisher 106. In some implementations, therequests can instead be executed by devices associated with the user108, e.g., by the execution of a particular script (e.g., javascript)when the publisher's web page is loading on a client device.

Another example publisher 106 is a mobile application developer. Amobile application is an application specifically designed for operationon a mobile device (e.g., a smart phone). The mobile application canalso include ads positioned within the content of the mobileapplication. Similar to publishers 106 described above, the ads can bereceived from the advertising management system 104 for placement in themobile application when accessed by a user (e.g., when a particular pageof a mobile application is loaded on the mobile device).

FIG. 2 shows a block diagram of an example system 200 for processingconversions associated with physical retail location redemptions. Thesystem 200 is used for tracking ad conversions, for example, where an adis presented to a user on a computing device and the user purchases aproduct or service associated with the ad in a physical retail store.The system 200 can track the conversion using, e.g., an electronicreceipt, a credit card, or with a scanned receipt image. The conversionlocation can include, for example, a retail store, a kiosk, a boutique,a wholesaler, a market vendor, or an entertainment attraction.

The system 200 includes a mobile device 202 that can present content toa user. In some implementations, the mobile device 202 is a cellulartelephone, a personal digital assistant, a tablet PC, or a netbook.While a mobile device 202 is shown, in some implementations, otherdevices can be used, for example, a laptop, a desktop computer, anInternet kiosk, a server, or a television with a set-top box. The mobiledevice 202 can include a web browser and other applications, e.g., newsapplications, e-mail applications, games, or utilities.

Content can be requested from an ad system 204 for presentation on auser interface of the mobile device 202 (e.g., along with otherpublisher content including search results, web pages, and applicationcontent). For example, a mobile device can request content from apublisher 206 (e.g., a web page) and the publisher 206 requests ads fromthe ad system 204. The ad system 204 can send the ads to the publisher206 and the publisher 206 can send the requested content and the ads tothe requesting application on the mobile device 202. Alternatively, therequesting mobile device can receive and combine the requested contentfrom the publisher 206 and the ads from the ad system 204.Alternatively, the mobile device can directly request content from thead server (e.g., as part of a mobile device application or as a browserrequest).

An ad presentation module 208 can determine the selection of one or moreads 210 to serve to the mobile device 202 with the requested content.The ads 210 can be selected and scored based on different criteria inorder to match the ads 210 with the requested content. For example, thead presentation module 208 identifies ads based on keywords associatedwith the ads that correspond with the requested content in which the adsare to be presented. In another example, the ad presentation module 208can send a gaming application ads based on the specific game requestingthe ads (e.g., the ads are for products or services that appeal to atypical user of the gaming application).

Each of the ads 210 on the ad system 204 can have a unique identifier(“AdID”). The ad system 204 can store a mapping of the AdID to adkeywords, for example, in an ad keywords file 212. For example, the adkeywords file 212 can map a business name, product or service name, Xpercentage off, or Y dollar amount saved to the AdID. The ad keywordscan be selected based on the text or images in the ads 210, provided byadvertisers, etc. The ad system 204 can periodically update the AdID tokeyword mapping in the ad keywords file 212 based on ad modificationsmade by advertisers since the last periodic update. In someimplementations, the mapping can be updated based on ad impressions tousers. In some implementations, a separate server generates and updatesthe AdID to keyword mapping in the ad keywords file 212.

The ad system 204 sends the ads 210 and requested content to the mobiledevice 202 through a network 214. The network 214 can be the Internet, alocal area network (LAN), a wide area network (WAN), or any combinationthereof. In some implementations, the mobile device 202 can communicatewith the ad system 204 through the network 214 using a type of wirelessprotocol, such as IEEE 802.11, WAP and/or Bluetooth. In some otherimplementations, the mobile device 202 is coupled to the network 214using one or more physical cables (e.g., when the mobile device 202 is adesktop computer).

The ad system 204 can include one or more ad logs 216 for tracking adspresented on the mobile device 202. The ad logs 216 can include, forexample, the ad identifier, an identifier for the user (e.g., a useridentifier, profile identifier, device identifier), a time stamp foreach particular presentation of the ad, etc. In some implementations,the user identifiers can be mapped to randomIDs in order to enhance userprivacy. Alternatively, other anonymizing techniques can be used toprovide user privacy.

A user of the mobile device 202 can select an ad presented in anapplication on the mobile device 202. Selection of an ad can present theuser with additional information about the products or servicesdisplayed in the ad. For example, a web browser can present the userwith additional product information. In other example, the mobile device202 can prompt the user if they would like to print or e-mail a copy ofa coupon presented in an ad. In some implementations, user interactionwith an ad results in an online conversion. The online conversion can bestored in conversion logs 218. The conversion logs 218 can identify aconversion including the associated ad presentation, the useridentifier, and timestamp for the conversion.

Conversions can be recorded in the conversion logs 218. For example, auser of the mobile device 202 can purchase advertised products orservices online, for example, through a particular web page associatedwith the advertisement. For example, selection of the ad can direct themobile device 202 to open a landing page that allows the user topurchase the advertised product. The ad system 204 can store conversioninformation in the conversion logs 218. The conversion logs 218 caninclude AdIDs, deviceIDs, and application IDs for tracking adconversions.

Additionally, a user of the mobile device 202 can purchase advertisedproducts or services at a physical retail location, e.g., from a retailstore. The user can receive a receipt 220 for the purchased products orservices. The receipt 220 can be a printed receipt (e.g., on paper) oran electronic receipt (e.g., a receipt sent by e-mail to the user). Themobile device 202 can include a camera, and a receipt conversionapplication. Additionally, the mobile device 202 can be connected to ascanner in order to capture an image of the receipt. The mobile device202 can send the receipt image (as well as some identifier of the user)to the ad system 204. In some implementations, the mobile device 202includes an application designed specifically to send receipt images tothe ad system 204 or includes general applications (e.g., a browser) tosend receipts to the ad system 204.

For example, the mobile device 202 can include a camera application thatallows the user to send an image of the receipt 220 to the ad system204. The camera application can be a standalone application, part of themobile device's 202 camera application, or a mobile browser plug-in, toname a few examples. When initiated, the camera application can activatea camera in the mobile device 202. The user can take a photo of thereceipt 220 with the camera application after the user has purchased aproduct or service.

In some implementations, the camera application guides the mobile userto assist in taking a clear image of the receipt 220. For example, thereceipt details, e.g. business name, product or service name, timestampof purchase, etc., can be boxed to ensure that the receipt details arefocused in the camera's view. When a clear image of the receipt 220 hasbeen taken, the mobile device 202 can upload the photo of the receipt tothe ad system 204 or, alternatively, store the image for later upload.

The ad system 204 can include a conversion processing module 222 fordetecting receipt content with optical character recognition (“OCR”) anddetermining whether an ad conversion has occurred based on the receivedreceipt content. The conversion processing module 222 can send thereceipt image to an OCR engine 224 to extract the content of the receiptdetails from the receipt image. For example, the OCR engine 224 canextract the business name, purchased product or service name, timestampof purchase, X percentage off, Y dollar amount saved, or barcode fromthe receipt image.

The conversion processing module 222 can process content extractedlocally using the OCR engine 224. In some other implementations, anapplication on the mobile device can perform OCR on the receipt toextract the business name, purchased product or service name, timestampof purchase, X percentage off, Y dollar amount saved, or barcode. Thecamera application can send the text to the conversion processing module222.

In some other implementations, a quick response (“QR”) code on thereceipt 220 can include the content of the relevant receipt details. Thecontent can include business name, products or services purchased, dateand time of purchase, or coupons used, to name a few examples. A cameraapplication can capture the content from the QR code on the receipt 220and provide the content to the conversion processing module 222.

The conversion processing module 222 includes an ad matching module 226.The ad matching module 226 can compare the receipt details from theextracted content with information stored e.g., in the ad logs 216. Thead matching module 226 can use a user identifier associated with themobile device 202 (e.g., a user ID or device ID) to determine what adshave been presented to the user. Additionally, the ad matching module226 can query the ad keywords file 212 for keywords associated with theads presented to the user.

If the ad matching module 226 determines that at least one of thekeywords corresponds to the purchased product or service, the ad system204 can log an ad conversion in the conversion logs 218. In someimplementations, the ad system 204 generates a new record in theconversion logs 218 for the ad conversion.

For example, the ad matching module 226 can use the extracted receiptcontent with the user identifier to determine which ad impression to theuser corresponds to the product or service purchased. The ad matchingmodule 226 can use the ad logs 216 for the timestamps and AdIDs of adimpressions to the user. In some implementations, the ad matching module226 can select ad impressions that have been displayed within a specifictime frame, e.g. thirty days before the timestamp of the purchase. Thead matching module 226 can select the specific time frame based, forexample, on an average time between ad impressions and when the adsystem 204 learns a user made an purchase at a physical retail location.In some implementations, the average time between impressions andconversions can be unique for each retail store.

The ad matching module 226 can use the AdIDs of the selected ads tolookup the keywords mapped to the AdIDs in the ad keywords file 212. Thead matching module 226 can compare an ad's keywords to the extractedreceipt content to determine a degree of correlation between thekeywords and the extracted receipt content. In some implementations,each ad keyword has a weight that indicates the importance of theassociated keyword when determining if a conversion has occurred. The adkeywords file 212 can include the weight values for the ad keywords. Forexample, the ad matching module 226 can determine that the business nameshould be given more weight than other ad keywords.

The ad matching module 226 can assign a matching score to each AdIDindicating a degree of correlation between the extracted receipt contentand the keywords associated with the AdID. The ad matching module 226can rank the AdIDs by matching score and send a message to the ad system204 indicating that the ad system 204 should create an entry in theconversion logs 218 for the AdID with the highest matching score. Insome implementations, conversions associated with physical retaillocations that are determined using information sent from the mobiledevice 202 can be stored in separate logs in the conversion logs 218from online conversions.

In some implementations, the ad matching module 226 includes one or morerelated terms for each keyword when assigning a matching score. Theseadditional terms expand the keywords, for example, to reduce errorscaused when the product name on the receipt does not exactly match theproduct name in the ad but could be a synonym or other related name. Forexample, an advertisement can be displayed on the mobile device 202 forpurchasing shoes at a specific store. The user of the mobile device 202can purchase slippers at the specific store. When the ad matching module226 compares the extracted receipt content for the slippers, the admatching module 226 can determine that the purchase of the slippers is aconversion for the shoe ad.

In another example, the ad matching module 226 can query the ad logs 216to retrieve the AdIDs for the ads presented on to the user within aspecified time range. For example, the query can include the date ofpurchase and instructions to return only the AdIDs for ads presentedwithin fifteen days of the purchase date. Additionally, for identifiedads presented to the user, the ad matching module 226 can query the adkeywords file 212 with the AdIDs to retrieve the keywords (and anyassociated expanded terms) associated with the presented ads.

The ad matching module 226 can create a matching score for the keywordsassociated with the presented ads and the receipt content. The matchingscore can be used to determine if the receipt is associated with aparticular advertisement. Higher matching scores can indicate a greatercorrespondence between one or more ad keywords and the receipt content.A conversion can be logged for the ad corresponding to the highestmatching score or scores or for one or more ads having a score thatexceeds a specified threshold. The ad system 204 can store theconversion tracking information in the conversion logs 218.

In some implementations, if the matching score is below the specifiedthreshold value (e.g., there is no correspondence) the ad matchingmodule 226 determines that there was not an ad conversion and noinformation is stored in the conversion logs 218.

In some other implementations, the ad matching module 226 compares thenames of text on the receipt 220 with ad keywords for each of the adspresented to the user within the specified time range in order togenerate an overall matching score for the receipt.

In some implementations, a browser on the mobile device 202 can includea plug-in for scanning an image of the receipt 220 and sending thereceipt image to the ad system 204. For example, the user can direct thebrowser to a website designed to upload receipt images. The website candisplay a sequence of pages leading the user through the steps foruploading the receipt image. For example, the website can direct theuser to place the receipt onto a scanner connected to a user device(e.g., the mobile device 202), for example, using a Bluetoothconnection. The user can upload the receipt image onto the user deviceand then submit the receipt image to the ad system 204.

In some implementations, when a user pays for products or services at aretail store, the mobile device 202 can receive an electronic version ofthe receipt from the retail store. The electronic version of the receiptcan be in the form of an e-mail or a file uploaded directly onto themobile device 202 from the retail store.

For example, the mobile device 202 can include a receipt conversionapplication that receives the receipt from the retail store. Uponreceiving the receipt, the receipt conversion application canautomatically upload the receipt to the ad system 204. The receiptconversion application can send the user identifier to the ad system204. The ad matching module 226 can extract receipt content from thereceipt, for example, by parsing the text content from the electronicversion of the receipt and without the OCR engine 224 when theelectronic version of the receipt is provided in text form (e.g., as ane-mail).

The receipt content can include fields that indicate the retail storename, the names of the purchased products or services, the date and timeof the purchase, or coupons used. The ad matching module 226 can use thead logs 216 to identify ads presented to the user. The ad matchingmodule 226 can determine if the receipt indicates an ad conversion bycomparing the receipt content with keywords associated with adspresented to the user. If the ad matching module 226 determines that aconversion has occurred, the ad system 204 can create a record in theconversion logs 218 for the conversion.

In another example, a receipt conversion application on the mobiledevice 202 can have an “e-mail my receipt” button that sends electronicreceipts to the ad system 204. For example, the receipt conversionapplication can allow a user of the mobile device 202 to select ane-mail or another form of electronic receipt (e.g., a PDF file). Once anelectronic receipt is selected, the user can select the “e-mail myreceipt” button to send the electronic receipt to the ad system 204. Insome implementations, the ad system 204 can accept both electronicreceipts and photo receipts.

In some implementations, an advertiser can partner with the ad system204 and share purchase transaction data. For example, when a user ispurchasing a product from a retail store, the retail store can send theuser an e-mail with receipt information. The retail store can also sendan e-mail address of the user (which can be used to identify thecorresponding user profile) and receipt information to the ad system 204for conversion tracking. In some implementations, the ad system 204receives a user identification (“userID”) from the retail store alongwith the receipt information.

In another example, the retail store can connect to the mobile device202 to retrieve payment information, such as credit card information oruser account information. The retail store can connect to the mobiledevice 202 through a wireless connection (e.g., Bluetooth, or IEEE802.11). The retail store can prompt the user for a password foradditional security during the checkout process. The retail store canupload an electronic receipt to the mobile device 202. When the retailstore securely connects to the mobile device 202 for transfer of thereceipt, the retail store and the mobile device 202 can share deviceidentification, such as a deviceID or an IP address. The retail storecan send the deviceID or IP address with receipt details to the adsystem 204 for conversion tracking.

In some implementations, a user can register with the ad system 204. Forexample, the user can register to receive incentives or other benefits(e.g., discounts, coupons, or other rewards) from the ad system 204. Forexample, the ad system 204 can assign points to a user every time theuser uploads a receipt to the ad system 204. Point values can bedetermined based on the cost of the products or services, an advertiserspecified value, a publisher specified value, or the number of adconversions made (e.g., a user can receive one point for each adconversion), to name a few examples. The advertisers, publishers, and/orthe ad system 204 can agree to provide rewards to users who uploadreceipt images and what rewards or reward options to provide.

In another example, users can receive discounts for the advertiserbusiness from which the user made a purchase when the ad matching module226 identifies an ad conversion. The discounts can be in the form ofcoupons for the business. The coupons can be for specific products orservices or for an individual transaction at the business (e.g., tenpercent off all purchased products). For example, the user can receive acoupon for a free product or service with a purchase of fifty dollars ormore. In another example, the user can receive a coupon a particulardiscount (e.g., 10%) off of their next purchase at the business.

In some implementations, a user can register a credit card, smart card,or gift card with the ad system 204. The ad system 204 can associate thecard information with the particular user identifier or profile. Whenthe user makes a purchase with the card at a retail store, the retailstore can send receipt details to the ad system 204 includinginformation identifying the card used to make the purchase.

The ad system 204 can determine the user associated with the cardinformation. If no card information is found in the ad system, the adsystem 204 determines that the user did not register card informationwith the ad system 204 and does not log any information.

When card information is found, the ad system 204 can use the receiptdetails to query the ad logs 216 for ads presented to the user. The admatching module 226 can use the receipt details with keywords associatedwith ads presented on the mobile device 202 to determine if an adconversion took place. The ad system 204 can provide rewards, points, orcash back to users based on the ad conversions.

In some implementations, a photo application on the mobile device 202can prompt a user to send a receipt image when the mobile device 202detects that the user is near a business location associated with areceived ad. For example, the photo application can determine that themobile device 202 is close to a sporting goods store associated with anad presented on the mobile device (e.g., based on conversion locationinformation provided with the ad such as GPS coordinates or an address).When the user has been near the location for a specified amount of timeindicating that the user may have made a purchase, the photo applicationcan prompt a user for a receipt image. The photo application can sendthe receipt image to the ad system 204.

In some implementations, the OCR engine 224 can use a barcode located ona receipt to query an advertiser's database that maps, for example,barcode values to particular goods or services. The ad system 204 andadvertisers can form partnerships allowing the ad system 204 to accessthe database associated with the advertiser's retail locations. Forexample, a photo application on the mobile device 202 can send a receiptimage to the ad system 204. The OCR engine 224 can extract the barcodefrom the receipt image. The barcode can then be decoded and theassociated goods or services identified using the relevant advertiser'sdatabases. In some implementations, the barcode includes additionalinformation regarding the transaction including a time of purchase,location of purchase, name of retailer, and purchase price.

The OCR engine 224 can include one or more receipt templates 228 forcommonly used receipt layouts (both generic and specific to individualretailers). Each of the receipt templates 228 can be for a specificadvertiser. In some implementations, a receipt template can be used bymultiple advertisers. The receipt templates 228 can identify specificinformation associated with a particular advertiser, such as fields,text, or images on the receipt 220 as well as their respective locationson the receipt. Fields can include business name, address, phone number,invoice total, or return policy, to name a few examples. The OCR engine224 can match the receipt image to one of the receipt templates 228during extraction of content from the receipt image.

The receipt templates 228 can be used to more accurately identifyspecific information in receipt image. For example, the OCR engine 224can determine that the borders and spacing on the receipt image aresimilar to a specific template in the receipt templates 228. In anotherexample, the OCR engine 224 can extract text from a top portion of thereceipt image in order to determine the business the receipt is for. TheOCR engine 224 can look at the specific template or templates in thereceipt templates 228 associated with the business in order to identifya template that matches the receipt image. In some implementations, theOCR engine 224 can use a barcode or QR code located on the receipt imagein order to identify a receipt template associated with the receiptimage.

The OCR engine 224 can include one or more receipt terms 230. Thereceipt terms 230 can identify terms used in particular advertisers'receipts in order to assist the OCR engine 224 in the OCR process. Insome implementations, the receipt terms 230 can relate fields in thereceipt templates 228 with a specific set of advertiser terms. Forexample, Company A's receipt templates can include fields for thecompany name, address, phone number, etc. The receipt terms 230 caninclude “Company A,” “100 Third Avenue South,” and “123-4567” and relatethe terms to the respective fields in the receipt templates.

The receipt terms 230 can also include logos or other images thatnormally appear on Company A's receipts and the text associated with theimages. In some implementations, the OCR engine 224 can use the companyname, address, logo, etc. during the OCR process. For example, if theOCR engine 224 recognizes a logo placed in the logo field of thereceipt, the OCR engine 224 can use the text in the receipt terms 230associated with the logo during the OCR process.

In some implementations, the OCR engine 224 can combine information fromthe receipt terms 230 with information from the ad logs 216 to generatea set of candidate text associated with ads presented on the mobiledevice 202. For example, a photo application on the mobile device 202can send a receipt image to the ad system 204. The OCR engine 224 canidentify a matching receipt template for the receipt image using thelist of keywords associated with ads presented to the user (e.g.,business name or location) and by matching fields in the receipt imagewith fields in the receipt templates 228. The OCR engine 224 can analyzethe receipt for images and text associated with the receipt template andkeywords identified for one or more of the presented ads.

In some implementations, the OCR engine 224 determines the orientationof the text in the receipt image before matching a receipt image withone of the receipt templates 228. For example, the OCR engine 224 candetermine that the text on the receipt image is at a 170° angle and isnot perfectly horizontal (e.g., at a 180° angle). The OCR engine 224 canrotate the text 10° clockwise until the text in the image is horizontaland then begin the OCR process.

In some implementations, the OCR engine 224 uses a machine learningmodule 232 to more accurately extract receipt content. The machinelearning module 232 can be used for the data extraction, or for both thematching of a receipt image with the receipt templates 228 and dataextraction. The machine learning module 232 can be trained on receiptsfrom multiple businesses to more accurately extract the receipt content.In some implementations, the OCR engine 224 trains the machine learningmodule 232 with receipts and the receipt templates 228 to increaseaccuracy in matching the receipt 220 to one of the receipt templates228. When a new advertiser forms a partnership with the ad system 204,the machine learning module 232 can be trained with new receipttemplates for the new advertiser. In some implementations, the machinelearning module 232 is updated (e.g., retrained or provided additionaltraining) periodically. The machine learning module 232 can be updatedmonthly, yearly, or when receipt templates are changed or added.

In some implementations, the OCR engine 224 can determine wordsassociated with abbreviations used in receipts. The OCR engine 224 canuse text surrounding the abbreviations to help identify the wordsassociated with the abbreviations. The OCR engine 224 can use themachine learning module 232 or another module during identification ofabbreviations. Identification of words associated with abbreviations canimprove the accuracy of the ad matching module 226 when determiningwhether an ad conversion has been made.

In some implementations, a camera application on the mobile device 202can prompt the user to associate the receipt 220 with one of the adsthat has been presented on the mobile device 202. For example, ads thathave been presented on the mobile device 202 can be stored followingpresentation. When the user takes an image of the receipt 220, thecamera application can ask the user which of the stored ads caused theuser to purchase the products or services on the receipt 220. In someimplementations, the user can select more than one ad. The cameraapplication can send the AdIDs of the selected ads along with an imageof the receipt 220 to the ad system 204 for verification and processing.For example, the OCR engine 224 can extract the text from the receiptimage to determine the receipt content. The ad matching module 226 cancompare the keywords associated with the provided AdIDs to the receiptcontent and verify that the ads are related to the purchased products orservices. The ad matching module 226 can then store conversioninformation in the conversion logs 218.

The ad system 204 can be one system as described above, or severaldifferent systems networked together and performing particularfunctions. For example, a conversion system can include the conversionprocessing module 222, an ad system can include the ad presentationmodule 208, the ad logs 216, and the ad keywords file 212, and aconversion system can include the conversion logs 218. In anotherexample, an ad system can include the ad presentation module 208, atracking system can include the ad logs 216, the conversion logs 218,and the ad keywords file 212, and the conversion system can include thead matching module 226. In this example, receipt details are extractedfrom a QR code on the receipt 220 or from an electronic receipt.

FIG. 3 is a flow chart of an example method 300 for identifyingconversions associated with physical retail location redemptions. An adsystem (e.g., the ad system 204) and parts thereof will be referred toin the following as examples. The method 300 can be performed by one ormore other systems in conjunction with or instead of the ad system.

Ads are presented to a user (302). For example, the ad system canreceive a request for content (e.g., ads) from the user of a computingdevice (e.g., the mobile device 202). The ad system can select ads forpresentation on the computing device. The ad system can send therequested content with the selected ads to the computing device or to apublisher (e.g., a web page publisher) or search engine for presentationto the user. For example, a web browser can present the selected ads ina user interface as part of the requested content or can present the adalong with search results.

The ads can be for products or services available for purchase by theuser at a physical retail location. The user can interact with thepresented ads to receive more information about the products orservices. In some implementations, the user can purchase the advertisedproducts and services electronically through the web. Additionally, theuser can go to a physical location (e.g., a retail store) to findadditional information about or to purchase the advertised products orservices.

Point of sale receipt information (e.g., a receipt image) is receivedfrom the user (304). For example, an ad system (e.g., ad system 204) canreceive receipt information from the computing device for products orservices purchased by the user in a retail store. Receipt informationcan include receipt photos, electronic documents of receipts (e.g., PDFfiles), or images of electronic receipts (e.g., screenshots, scannedimages). For example, the receipt image can be a photo of the user'sreceipt taken by a mobile device or a camera. The user can send theimage of the receipt to the ad system. The ad system can receive thereceipt image and store the receipt image in memory.

In some implementations, the ad system receives the receipt image from aretail store. For example, the ad system can receive an electronicreceipt image along with a user identifier or e-mail address associatedwith the person who purchased one or more products or services from thephysical retail store. The ad system can query a file or database toidentify the person using the user identifier or e-mail address.

In some implementations, the user initiates a camera application on thecomputing device in order to capture a photo of a receipt after the userhas purchased a product or service. The camera application can activatea camera connected to or a part of the computing device. The cameraapplication can present one or more prompts to the user indicating thesteps the use needs to make in order to create a receipt image. Thecamera application can guide the user so that a clear photo of thereceipt is captured. The camera application can display a box around thereceipt details (e.g. business name, item or service name, timestamp ofpurchase) to ensure that the receipt details are in the camera's viewand the user focuses on the receipt details.

The ad system can also receive user information along with the image.For example, the ad system can receive the a user identifier (e.g., auser ID or a deviceID)

Image content is identified (306). For example, the ad system identifiestext associated with the receipt image. The ad system can detect thetime of purchase, purchased product or service information, companyname, company address, customer name, or any other information listed onthe receipt image. The ad system can identify receipt text in adifferent way for each type of receipt. For example, an OCR engine(e.g., the OCR engine 224) included in the ad system can extract textfrom receipt images, and images of electronic receipts. The ad systemcan extract image text from PDF receipts using form fields and namesassigned to the form fields. For example, the ad system can extract thebusiness names from the form field labeled “business name” in PDF files.

The ad system can include receipt templates (e.g., the receipt templates228) and receipt terms (e.g., the receipt terms 230) to assist in theOCR process. The OCR engine can use receipt templates in identifying thelayout of receipt images and where common information (e.g., businessname, total cost, purchased products or services) is located on receiptimages. The OCR engine can use the receipt terms in identifying text inthe receipt images during the OCR process. In some implementations,receipt templates or receipt terms are business specific. For example,the OCR engine can determine that a receipt template for a specificbusiness is associated with a receipt image. The OCR engine can querythe receipt terms for a list of terms associated with the specificbusiness of the template. The OCR engine can use the list of termsassociated with the specific business during the OCR process of thereceipt image associated with the specific business.

In some alternative implementations, a text receipt is received. Forexample, an e-mail version of a receipt can be text based. The user cansend the e-mail receipt to the ad system for processing. The ad systemcan parse the text directly without performing OCR.

A determination is made whether the receipt content is associated withan ad presentation to the user (308). For example, an ad matching module(e.g., the ad matching module 226) can determine whether ads have beenpresented on the computing device. The ad matching module can query adlogs (e.g., the ad logs 216) determine which ads have been presented tothe user. The ad matching module can receive keywords associated withthe ad impressions to the user and determine the degree to which adkeywords match extracted text from the image.

The ad matching module can create matching scores for the ad impressionsby comparing the keywords associated with the ad impression and theidentified receipt image text. Each matching score can indicate howrelated an ad impression is to the identified receipt image text (e.g.,how related the purchase is to the products, services or offersadvertised in the ad impression). In some implementations, the admatching module compares key values in the image text with the keywords.

For example, the OCR engine can identify the business and receipttemplate for the receipt image. During the OCR process, the OCR enginecan determine that the user purchased a product at one of “Company B's”stores. The ad matching module can compare the keywords associated withthe ad impressions on the computing device looking for monitor and“Company B.”

If the ad matching module identifies one ad impression for Company Badvertising a particular product, the ad impression will have a highmatching score. The ad matching module can rank the matching scores fromhighest to lowest. The ad matching module can determine that the adimpression with the highest matching score prompted the user to make apurchase. If the ad matching module does not find a matching score witha high enough value, the ad matching module can determine that no adconversion was made.

A conversion is recorded when it is determined that a match has occurred(310). For example, if the ad matching module determined that the adimpression with the highest matching score is an ad conversion, the adsystem can create a record in a conversion log (e.g., the conversionlogs 218) recording the conversion. In some implementations, the adsystem can also update the ad logs to indicate that the ad impressionwith the highest matching score was converted.

FIG. 4 is a flow chart of an example method 400 for processing areceipt. An ad system (e.g., the ad system 204) and parts thereof willbe referred to in the following as examples. The method 400 can beperformed by one or more other systems in conjunction with or instead ofthe ad system.

Receipt information is received (402). For example, a conversionprocessing module (e.g., the conversion processing module 222) canreceive point of sale receipt information, e.g., as a receipt image orother electronic receipt. The conversion processing module can receivethe receipt image from the ad system or a computing device (e.g., themobile device 202). The receipt information can be for products orservices purchased by a user at a business or other physical retaillocation. The conversion processing module can receive additionalinformation with the receipt information. Additional information caninclude user identification information, such as deviceID, userID,e-mail address, AdCookies, or conversion cookies, to name a fewexamples.

Receipt templates are identified (404). For example, an OCR engine(e.g., the OCR engine 224) can identify receipt templates associatedwith a receipt image. The identified receipt templates can be a subsetof a group of receipt templates (e.g., the receipt templates 228) storedin a file system or in a database.

The OCR engine can identify the receipt templates based on a signaturein an electronic receipt image. For example, the signature can include abusiness name. The OCR engine can identify all receipt templatesassociated with that specific business. In another example, the OCRengine can process part of a receipt image in order to determine thebusiness name listed in the receipt image (e.g., the name of thebusiness where the products or services were purchased). In someimplementations, the OCR engine identifies a single receipt template forthe receipt image.

Ads presented to the user are identified (406). For example, a receiveduser identifier can be used with ad logs to identify ads presented tothe user of the computing device. The OCR engine can receive a list ofkeywords associated with the presented ads.

Receipt templates and keywords for the ads presented to the user areused in text extraction (408). For example, the OCR engine can use thelist of keywords and the receipt templates during extraction of textfrom the receipt image. The OCR engine can use the receipt templates todetermine the layout of text in the receipt image. The OCR engine candetermine specific fields in the receipt image based on the template andextract text from those fields. The extracted text can be compared withthe keywords for particular presented ads.

Extracted text is matched to a particular ad presentation (410). Inparticular, the degree of matching can be used to determine whether ornot the received receipt information is associated with a particular adpresentation. For example, an ad matching module (e.g., the ad matchingmodule 226) compares the identified keywords associated with thepresented ads with text extracted from the receipt image in order todetermine matching scores for the presented ads. The ad matching modulecan use weights for each keyword associated with an ad. The weights canbe used to adjust how much a specific keyword associated with an adaffects the matching score for the ad (e.g., a business name or productname can have a higher weight than the date or city address). In someimplementations, there is one weight for each keyword associated with anad. In some implementations, the weights are combined to provide anoverall score with respect to each presented ad. The ad matching modulecan rank the presented ads with the matching scores associated with theads. The ad matching module can determine that the ad with the highestmatching score is associated with the receipt image.

In some implementations, the ad matching module determines that morethan one ad is associated with the receipt image. For example, the userof the computing device can be presented with “ad A,” “ad B,” and “adC,” all for products sold at “Company C.” The user can shop at Company Cand pick up the three products that were advertised in ads A, B, and Crespectively. The conversion processing module can receive an electronicreceipt (e.g., an e-mail) from the user, indicating that the userpurchase three products. The ad matching module can extract text fromthe electronic receipt and compare the extracted text with keywordsassociated with ads presented on the computing device. The ad matchingmodule can determine that ads A, B, and C have matching scores thatindicate the ads A, B, and C are for products listed on the electronicreceipt. The ad matching module can log a conversion in conversion logs(e.g., the conversion logs 218).

FIG. 5 is a flow chart of an example method 500 for sending a receiptimage. A computing device (e.g., the mobile device 202) and partsthereof will be referred to in the following as examples. The method 500can be performed by one or more other systems in conjunction with orinstead of the mobile device.

A receipt conversion application is initiated (502). For example, a userof the computing device can launch the receipt conversion application.The receipt conversion application can be used to take an image of areceipt. The receipt can be for products or services purchased by theuser at a physical retail store. In some implementations, the receiptcan be for surveys, discussion groups, or questionnaires participatedin, to name a few examples.

A camera is activated (504). For example, the receipt conversionapplication can take the user through the steps of taking a receiptimage. The receipt conversion application can activate the camera builtinto the computing device. The receipt conversion application can usethe camera to take an image of the receipt. In some implementations, thecamera is a device external to the computing device. The receiptconversion application can direct the user to attach the camera to thecomputing device with a cable or a wireless connection.

A user is guided to capture a receipt image (506). For example, thereceipt conversion application can display a prompt guiding the user totake a picture of the receipt with the camera. The receipt conversionapplication can present a digital image of the receipt to the user on auser interface. The digital image can be presented on a liquid crystaldisplay, an organic light emitting diode display, or a cathode ray tube,to name a few examples. In some implementations, the display is part ofa viewfinder. The receipt conversion application can present boxes asguides to frame content displayed on the receipt and improve the imagetaken. The boxes can indicate portions of the receipt that are in focusfor the camera, need to be in focus, or any combination thereof. Thereceipt conversion application can guide the user to take an image ofthe receipt.

The receipt image is sent to an ad server (e.g., the ad system 204)(508). For example, the receipt conversion application can send thereceipt image to the ad server for processing. The ad server can extracttext from the receipt and determine if the receipt is for products orservices advertised on the computing device. The ad server can log aconversion in a conversion log (e.g., the conversion logs 218) if aconversion is found.

Embodiments of the subject matter and the operations described in thisspecification can be implemented in digital electronic circuitry, or incomputer software, firmware, or hardware, including the structuresdisclosed in this specification and their structural equivalents, or incombinations of one or more of them. Embodiments of the subject matterdescribed in this specification can be implemented as one or morecomputer programs, i.e., one or more modules of computer programinstructions, encoded on a computer storage media for execution by, orto control the operation of, data processing apparatus. The computerstorage medium can be, or be included in, a computer-readable storagedevice, a computer-readable storage substrate, a random or serial accessmemory array or device, or a combination of one or more of them.

The term “data processing apparatus” encompasses all apparatus, devices,and machines for processing data, including by way of example aprogrammable processor, a computer, or multiple processors or computers.The apparatus can include, in addition to hardware, code that creates anexecution environment for the computer program in question, e.g., codethat constitutes processor firmware, a protocol stack, a databasemanagement system, an operating system, or a combination of one or moreof them.

A computer program (also known as a program, software, softwareapplication, script, or code) can be written in any form of programminglanguage, including compiled or interpreted languages, or declarative orprocedural languages, and it can be deployed in any form, including as astand alone program or as a module, component, subroutine, or other unitsuitable for use in a computing environment. A computer program does notnecessarily correspond to a file in a file system. A program can bestored in a portion of a file that holds other programs or data (e.g.,one or more scripts stored in a markup language document), in a singlefile dedicated to the program in question, or in multiple coordinatedfiles (e.g., files that store one or more modules, sub programs, orportions of code). A computer program can be deployed to be executed onone computer or on multiple computers that are located at one site ordistributed across multiple sites and interconnected by a communicationnetwork.

The processes and logic flows described in this specification can beperformed by one or more programmable processors executing one or morecomputer programs to perform functions by operating on input data andgenerating output. The processes and logic flows can also be performedby, and apparatus can also be implemented as, special purpose logiccircuitry, e.g., an FPGA (field programmable gate array) or an ASIC(application specific integrated circuit).

Processors suitable for the execution of a computer program include, byway of example, both general and special purpose microprocessors, andany one or more processors of any kind of digital computer. Generally, aprocessor will receive instructions and data from a read only memory ora random access memory or both. The essential elements of a computer area processor for performing instructions and one or more memory devicesfor storing instructions and data. Generally, a computer will alsoinclude, or be operatively coupled to receive data from or transfer datato, or both, one or more mass storage devices for storing data, e.g.,magnetic, magneto optical disks, or optical disks. However, a computerneed not have such devices. Moreover, a computer can be embedded inanother device, e.g., a mobile telephone, a personal digital assistant(PDA), a mobile audio or video player, a game console, a GlobalPositioning System (GPS) receiver, to name just a few.

Computer readable media suitable for storing computer programinstructions and data include all forms of non volatile memory, mediaand memory devices, including by way of example semiconductor memorydevices, e.g., EPROM, EEPROM, and flash memory devices; magnetic disks,e.g., internal hard disks or removable disks; magneto optical disks; andCD ROM and DVD ROM disks. The processor and the memory can besupplemented by, or incorporated in, special purpose logic circuitry.

To provide for interaction with a user, embodiments of the subjectmatter described in this specification can be implemented on a computerhaving a display device, e.g., a CRT (cathode ray tube) or LCD (liquidcrystal display) monitor, for displaying information to the user and akeyboard and a pointing device, e.g., a mouse or a trackball, by whichthe user can provide input to the computer. Other kinds of devices canbe used to provide for interaction with a user as well; for example,feedback provided to the user can be any form of sensory feedback, e.g.,visual feedback, auditory feedback, or tactile feedback; and input fromthe user can be received in any form, including acoustic, speech, ortactile input.

Embodiments of the subject matter described in this specification can beimplemented in a computing system that includes a back end component,e.g., as a data server, or that includes a middleware component, e.g.,an application server, or that includes a front end component, e.g., aclient computer having a graphical user interface or a Web browserthrough which a user can interact with an implementation of the subjectmatter described is this specification, or any combination of one ormore such back end, middleware, or front end components. The componentsof the system can be interconnected by any form or medium of digitaldata communication, e.g., a communication network. Examples ofcommunication networks include a local area network (“LAN”) and a widearea network (“WAN”), e.g., the Internet.

The computing system can include clients and servers. A client andserver are generally remote from each other and typically interactthrough a communication network. The relationship of client and serverarises by virtue of computer programs running on the respectivecomputers and having a client server relationship to each other.

While this specification contains many specific implementation details,these should not be construed as limitations on the scope of anyimplementation or of what may be claimed, but rather as descriptions offeatures that may be specific to particular embodiments of particularimplementations. Certain features that are described in thisspecification in the context of separate embodiments can also beimplemented in combination in a single embodiment. Conversely, variousfeatures that are described in the context of a single embodiment canalso be implemented in multiple embodiments separately or in anysuitable subcombination. Moreover, although features may be describedabove as acting in certain combinations and even initially claimed assuch, one or more features from a claimed combination can in some casesbe excised from the combination, and the claimed combination may bedirected to a subcombination or variation of a sub combination.

Similarly, while operations are depicted in the drawings in a particularorder, this should not be understood as requiring that such operationsbe performed in the particular order shown or in sequential order, orthat all illustrated operations be performed, to achieve desirableresults. In certain circumstances, multitasking and parallel processingmay be advantageous. Moreover, the separation of various systemcomponents in the embodiments described above should not be understoodas requiring such separation in all embodiments, and it should beunderstood that the described program components and systems cangenerally be integrated together in a single software product orpackaged into multiple software products.

Particular embodiments of the subject matter described in thisspecification have been described. Other embodiments are within thescope of the following claims. For example, the actions recited in theclaims can be performed in a different order and still achieve desirableresults. As one example, the processes depicted in the accompanyingfigures do not necessarily require the particular order shown, orsequential order, to achieve desirable results. In certainimplementations, multitasking and parallel processing may beadvantageous.

What is claimed is:
 1. A mobile telecommunications device comprising: acamera; a GPS receiver; and an application executed by a data processingapparatus that interacts with the camera, the GPS receiver, and one ormore remote servers, wherein the application causes the data processingapparatus to perform operations comprising: presenting, in a display ofthe mobile telecommunications device, a digital presentation of adocument; guiding a user to capture an image of the document, including:presenting, within the display of the mobile telecommunications device,a user interface feature that visually frames a particular subset ofinformation from the document that is presented in the display withother information from the document; and capturing the image of thedocument when the particular subset of information is focused within theuser interface features that visually frames the particular subset ofinformation; and uploading the captured image of the document to the oneor more remote servers.
 2. The telecommunications device of claim 1,wherein the application causes the data processing apparatus to performoperations comprising: determining, based on data provided by the GPSreceiver, that the mobile telecommunications device is at a specifiedgeographic location; and in response to determining that the mobiletelecommunications device is at the specified geographic location,activating the camera.
 3. The mobile telecommunications device of claim2, wherein the application performs operations further comprising:determining that the mobile telecommunications device has been locatednear the specific location for at least a specified amount of time,wherein activating the camera comprises activating the camera inresponse to the determination that the mobile telecommunications devicehas been located near the specified location for at least the specifiedamount of time.
 4. The mobile telecommunications device of claim 1,wherein presenting a user interface feature that visually frames aparticular subset of information from the document comprises displaying,within the display of the mobile telecommunications device, a box thatvisually identifies a location of the particular subset of informationin the document.
 5. The mobile telecommunications device of claim 4,wherein the box indicates that a portion of the document needs to be infocus.
 6. The mobile telecommunications device of claim 4, wherein thebox indicates that a portion of the document is in focus.
 7. A methodcomprising: presenting, in a display of the mobile telecommunicationsdevice, a digital presentation of a document; guiding a user to capturean image of the document, including: presenting, within the display ofthe mobile telecommunications device, a user interface feature thatvisually frames a particular subset of information from the documentthat is presented in the display with other information from thedocument; and capturing the image of the document when the particularsubset of information is focused within the user interface features thatvisually frames the particular subset of information; and uploading thecaptured image of the document to the one or more remote servers.
 8. Themethod of claim 7, further comprising: determining, based on dataprovided by a GPS receiver, that the mobile telecommunications device islocated near a specified location that is associated with the document;and activating the camera in response to the determination that themobile telecommunications device is located near the specified location.9. The method of claim 8, the method further comprising: determiningthat the mobile telecommunications device has been located near thespecific location for at least a specified amount of time, whereinactivating the camera comprises activating the camera in response to thedetermination that the mobile telecommunications device has been locatednear the specified location for at least the specified amount of time.10. The method of claim 7, the method further comprising: determining,based on information provided by the GPS receiver, that the mobiletelecommunications device is located near a specified location; andpresenting, in the display, a prompt instructing the user to capture animage of the document based on the mobile telecommunications devicebeing located near the specified location.
 11. The method of claim 7,wherein presenting a user interface feature that visually frames aparticular subset of information that is included from the documentcomprises displaying, within the display of the mobiletelecommunications device, a box that visually identifies a location ofthe particular subset of information in the document.
 12. The method ofclaim 11, wherein the box indicates that a portion of the document needsto be in focus.
 13. The method of claim 11, wherein the box indicatesthat a portion of the document is in focus.
 14. One or morenon-transitory computer-readable media comprising instructions that,when executed by a processor, cause the processor to: present, in adisplay of the mobile telecommunications device, a digital presentationof a document; guide a user to capture an image of the document,including: presenting, within the display of the mobiletelecommunications device, a user interface feature that visually framesa particular subset of information from the document that is presentedin the display with other information from the document; and capturingthe image of the document when the particular subset of information isfocused within the user interface features that visually frames theparticular subset of information; and upload the captured image of thedocument to the one or more remote servers.
 15. The computer-readablemedia of claim 14, wherein the instructions cause the processor to:determine, based on data provided by the GPS receiver, that the mobiletelecommunications device is at a specified geographic location; and inresponse to determining that the mobile telecommunications device is atthe specified geographic location, activate the camera.
 16. Thecomputer-readable media of claim 15, further comprising instructions,that, when executed by the processor, cause the processor to: determinethat the mobile telecommunications device has been located near thespecific location for at least a specified amount of time, whereinactivating the camera comprises activating the camera in response to thedetermination that the mobile telecommunications device has been locatednear the specified location for at least the specified amount of time.17. The computer-readable media of claim 14, wherein presenting a userinterface feature that visually frames a particular subset ofinformation that is included in the document comprises displaying,within the display of the mobile telecommunications device, a box thatvisually identifies a location of the particular subset of informationin the document.
 18. The computer-readable media of claim 17, whereinthe box indicates that a portion of the document needs to be in focus.